New Delhi: Consumer durables firm Samsung India Electronics on Monday announced the appointment of BD Park as its new Managing Director, as well as President and CEO of Samsung's South-West Asia Operations.

Park, who was heading the Mobile and IT division at Samsung India, will assume the new role from today. He will replace Jung Shoo Shin, who was President and CEO for Samsung South-West Asia from February, 2009, till date.

"It will be my endeavour to leverage the synergies of the existing Samsung businesses in India to ensure stronger growth for the company in this region," Park said in a statement.

While Shin will move to Samsung's Headquarter at South Korea, the company has not disclosed what assignment or new role he is likely to take up in the company.

As President and CEO of Samsung South-West Asia's Regional HQ, Park will oversee the operations of Samsung India Electronics, Samsung India Software Operations (SISO) and Samsung's R&D centre at Bangalore.

He will also take care of the Samsung India Software Centre (SISC) and SEL India, Samsung's R&D centres at Noida, besides the company's operations in the SAARC region.

"Park brings with him over 28 years of work experience at Samsung, having started his career with Samsung Electro Mechanics Co in 1983," the company said.

He has worked in the overseas marketing planning group in Korea, Samsung's Latin America Regional HQ and was the head of the company's subsidiary in Chile.

Park became the Director of the Mobile Export team in 2001 and the Head of South East Asia/South West Asia/Middle East Marketing Group in Global Mobile Business in 2004.

He came to India as Head of the Mobile and IT division in 2008 and has now been elevated to the position of President and CEO, Samsung South West Asia, the company added.